The year 2025 became the most successful year in the history of Türkiye’s tourism industry. According to data announced by the Minister of Culture and Tourism, Mehmet Nuri Ersoy, the country welcomed a record 64 million international visitors. As a result, Türkiye's treasury earned an unprecedented 65.2 billion US dollars.

Türkiye has made a strong leap in global rankings. Since 2017, the country has risen from 8th to 4th place worldwide in terms of the number of tourists received. Even more significant is its financial success: by tourism revenue, Türkiye moved from 15th to 7th place globally. These figures confirm that travelers are now choosing not only affordable options, but also premium-quality services.

New strategy: year-round tourism

Modern Türkiye is moving away from the concept of exclusively beach tourism. Today, the focus is on diversification:

• “Heritage for the Future”: large-scale archaeological research and the development of cultural tourism;

• “Night Museums”: the opportunity to visit historical sites in the evening hours;

• Active tourism: the development of cruise tourism and ski resorts makes the country attractive in all seasons.

Notably, the average tourist spending per night has reached 100 US dollars.

Market leaders and forecasts

The largest number of visitors came from three countries: Russia (6.9 million), Germany (6.75 million), and the United Kingdom (4.27 million).

The goal for 2026 is to increase tourism revenues to 68 billion US dollars. This is expected to be achieved through new infrastructure projects and creative marketing initiatives such as the “An Istanbul Story” project, which has already garnered tens of millions of views online.

ORIENT